Salesforce Iberia general manager: “Artificial intelligence will overhaul the tech industry”
“Just as cloud computing did back then, artificial intelligence (AI) is going to overhaul the tech industry. In our case, being a CRM (Customer Relationship Management) software company, we build AI into the technology we deliver”, explained Enrique Polo de Lara, SVP and general manager of Salesforce Iberia, at the latest Esade Matins. “We’re really optimistic about AI. We believe that both predictive AI and generative AI can make the world a better place, providing it’s in the right hands. The idea is for AI to automate part of the physical and routine process of automation, like when spreadsheets came on the scene” he declared.
The general manager gave an overview of tech industry milestones, based on the experience of Salesforce, and said that “digital change is, essentially, the use of tech to change business” and that “some things are more important than the technology itself.” “We’re living in a new, multi-dimensional era and we’ve moved into a multipolar world with new players emerging, in addition to the challenge of the climate crisis and digital change.” As a result, “CRM, data and AI are three areas that we believe must go together.”
The search for a purpose
“Here at Salesforce we’ve changed the industry. People used to buy tech services but now, thanks to us, they lease them”, said Polo de Lara, highlighting that customer experience management is the basis of their success. He also explained the aim of the company he has worked in for ten years: “in the work environment we’re committed to equality, not just as regards gender, but also as regards the inclusion of other groups. As happened with working from home, equality is also standard.”
The Salesforce Iberia director also mentioned that his company achieved net zero in 2021. “We’re a platform company, but above all, an ecosystem. In an uncertain world people want a purpose and if you manage to incorporate that purpose into your company, you’ve gone a long way”, he emphasized.
Esade Matins are symposiums where the leaders of foremost companies and institutions can address their own obstacles and challenges and think about their careers in them. On this occasion, Enrique Polo de Lara, SVP and managing director of Salesforce Iberia, was joined by Patricia Valentí, director of Esade Alumni, and Marc Cortés, associate professor in the Department of Marketing and director of the Esade Executive Master in Digital Business.
